"Fast Fashion" Motor Trains Change To High Speed Rail: A New Product Takes Only 20 Minutes.

There is a saying in fashion:

It should help people find a new way to express themselves, and at a price that is close to the people.

In this way, the fast fashion growth is not unreasonable.

Nowadays, Zara, H&M and other foreign fast fashion brands are highly sought after in China, and become the new favorites of young people in China. Meanwhile, the speed of brand upgrading is accelerating.

It only takes 20 minutes to launch a new product.

But how did this happen?

The color of most fast fashion brands is relatively calm.

although

Updated 2 times a week, but in the spring and Autumn Period

The main black and white, winter clothing is dominated by a variety of gray dark color.

At the same time, many fast fashion tries to take the "high cold" route and close to luxury goods. This is a glimpse of one or two from the expression of the model on the advertising brochures or the poker faces of some shop assistants.

If Zara and H&M opened their first store in Shanghai in 2006 and 2007, 2014 will usher in the "seven year itch" of fast fashion brands entering the Chinese market.

The so-called fast fashion refers to the rapid replacement of new products, new products updated two times a week clothing consumption, typical brands include Zara, H&M, UNIQLO and so on.

Fast fashion brand in 7 years, the speed of market expansion is amazing. Now, only Shanghai Nanjing West Road near Meilong town square, less than 800 meters within the collection of Zara, H&M, UNIQLO, GAP, Massimo Dutti and other brand shops nearly 10.

Every day, the competition between fast fashion brands is quietly staged here. Style, material, display and service attitude are the runway of the industry race.

What consumers can't see is that more and more fast fashion is for faster, and products are converted to expensive aircraft pportation. In order to create brand image, the proportion of discount inventory is getting lower and lower. In order to "guide" consumption, the first line fast fashion brand launches 25 thousand new products all year round, and the average design time of each new dress is only 20 minutes.

The fast fashion industry is also facing changes.

At the moment when it can create 15 billion yuan online shopping order, it is distributing the shops in the whole country and pushing the shops into the fast fashion of Tmall Taobao. Is it not worried that it will become a "Taobao fitting room"? It is so large that it has its own "super logistics" system, so that it can change the layout of light and the style of fitting mirror for Chinese customers, and the fast fashion of the brand behind the window is quietly changing.

In the first place, creativity fails to catch up with the trend of the market: plagiarism becomes a stubborn disease.

Can you tell the difference between different brands? "A fashion designer said that the" plagiarism "between fast fashion and luxury brands and the imitation of fast fashion have become the" normal "of the industry.

"3 days and nights in December 2014, Vitoria's Secret became the most popular content in WeChat's circle of friends.

Paris, Tokyo, Milan T new models, after two weeks will be able to find the same street in the global street, this is fast fashion.

Nanjing West Road, Shanghai, is perhaps the most relevant road to fashion.

On the north side, luxury stores such as LV, Hermes, Prada, Chanel and so on are lined up, while the southern side is a fast fashion street led by Zara and H&M, while there are many shops with only one or two facades in the alleys along the street. After a little more careful examination, they can also find the sewing machines for sewing machines and replace the shops with trousers and trousers.

The latest trend of the world and the most traditional dressing concept intersect here, or low key or high profile, or fast or slow......

This may be regarded as the ecological circle of clothing consumption.